Next-generation skin and coat care products

The global skin and coat care market for pets was valued by Grand View Research (GVR) at $4.13 billion (€3.9B) for 2022. GVR anticipates a potential compound annual growth rate of 9.8% by the end of the decade, based on the developments seen in the segment in recent times.

Skincare is a top concern

Skin is a good indicator of the overall well-being of an animal. According to Zesty Paws, skin issues are 1 of the top 5 concerns for pet owners in the US, and 26% of them are interested in products that can help them with their pet’s skin problems. “Demand for natural and holistic formulations is set to persist, driven by pet parents seeking clean ingredient lists and minimal additives,” says Yvethe Tyszka, VP of Marketing at Zesty Paws and Solid Gold.

Pet nutrition company ADM highlights the fact that the skin – which makes up approximately 10-15% of body weight in cats and dogs – plays a crucial part in regulating various bodily functions, such as immunity, hydration, and sensory and temperature regulation. “A dull coat, excessive shedding or skin issues may signify underlying health problems such as allergies, infections or nutritional deficiencies,” says James Kyffin, EMEA lead for ADM Pet Solutions.

Shampoos lead the way

Shampoos have always been the most popular products for skin and coat care, especially due to convenience and versatility, and they are estimated to have represented 42% of the total category revenue in 2022.

Rising interest in addressing different skin and coat concerns with targeted products – and growing awareness of product availability – has led to shelves being stacked with products featuring oatmeal, aloe vera, coconut oil, shea butter and tea tree oil. A good mark of their popularity is Earthbath’s Oatmeal & Aloe shampoo, which won the best dog shampoo for sensitive skin at the NBC Select Pet Awards 2023.

Eco-friendly and hypoallergenic

In the US, the Doglyness product Immortelle Rejuvenating Shampoo, formulated with aloe and glycerin, is a top choice for vegan products. The company tells PETS International that as consumers are becoming increasingly aware of the environmental impact of their purchases, they are willing to pay more for truly high-quality, non-toxic and sustainable options.

The successful debut of Australian luxury brands DOG by Dr Lisa and CAT by Dr Lisa in the US market is a testament to the same. They have reported a 723% increase in US net revenue compared to 2022. Their portfolio hopes to “fill the gap” for eco-friendly, vegan and vet-developed pet products in both markets.

The hypoallergenic category is also becoming popular for pets with allergies and sensitive skin. HYPONIC’s Hypoallergenic Shampoo for dogs is an attractive premium choice. Earthbath’s no-rinse hypoallergenic and tear-free Foaming Facial Wash also tops many lists for the best-rated category products.

Rinseless products

Innovations across shampoos, conditioners and other traditional cleaning products have been extended to targeted care. Rinseless products are the ideal way to deal with pets that make a fuss.

A good example is Trifecta Pets’ Leave-in Foam Shampoo with activated charcoal, which targets the nourishment and moisturization of pet fur, promotes a healthy and lustrous coat, and prevents it from matting and shedding.

Similarly, PetClan’s Dog Paw Cleaner Foam, formulated with oatmeal, olive oil and coconut, offers a quick solution to dirty paws. It has a community of 20,000 satisfied users. Targeting the same issue, Musher’s Secret Dog Paw Wax won the Select Pet Award 2023 for the best moisturizer for dogs.

As winter approaches, snout care balms are expected to gain more popularity. The Natural Dog Company’s Snout Soother balms have been a long-standing choice in this category. In September, DOG by Dr Lisa introduced a Winter Skincare portfolio, with a soothing balm and coat masque. And Nonipup is witnessing “tons of people stocking up on Boop Butter to prepare for the drier months”.

Supplements, toppers and special recipes

The pet supplements category has displayed consistent growth patterns. For skin and coat care, it is omega-3 fatty acids, fish oils, zinc and vitamin E that are the popular choices to fight flare-ups, promote coat health, and relieve inflammation, itching and other dermatological concerns.

Zesty Paws’ new Wild Alaskan Salmon Oil for skin and coat health has grown by 10% in the market over the past year, while overall sales of skin and coat targeted bites and chews have grown by 13.6% category-wide.

Petcurean brand Go! Solutions has launched its grain-free insect recipes for sensitive skin – for both cats and dogs. Dr. Marty’s new Nature’s Blend Radiant Select dog food is a premium freeze-dried formula for dogs with dry skin and dull coats.

In the second half of the year, pet care brand LuckyTail, under parent company Upexi, expanded its product line with all-natural dog supplements to include Flea&Tick and Skin&Coat chews. ACANA’s Chewy Tenders were a September launch for skin, coat and digestive support.